Tabitha Brown for Target

In 2022, Tabitha Brown partnered with Target to launch a 100+ SKU- cross-category collection. The challenge was translating her viral "America’s Mom" persona—centered on veganism and radical kindness—into a cohesive brand identity spanning food, kitchenware and stationery while maintaining distinct category aesthetics.

Concept

We developed a vibrant, maximalist visual system utilizing bold patterns and signature "Tabisms" to drive emotional engagement. By implementing a sophisticated color-coding logic, we ensured category navigation remained intuitive. This strategic design resonated deeply, leading to a massive commercial success with most items selling out within months.

Deliverables

• Packaging design system
• 50 F&B SKUs
• 100 Kitchen SKUs
• 50 Stationery SKUs